Super Bowl commercials are as anticipated as the big game itself. This year’s offerings included Taco Bell’s 2013 Game Day commercial, “Viva Young,” part of their Live Más (Live More) campaign.
In the commercial, after being tucked in for the night, some elderly residents of the Glencobrooke Retirement Home go out for some after-hours debauchery to a very literal spanish translation of the apt fun. song, “We Are Young.” The group and their leader, Bernie Goldblatt, go on a shenanigan-spree that includes pool trespassing and setting off firecrackers. Next, they go clubbing (along with the requisite make-out sessions), Goldblatt gets a tattoo and they all finish the night at Taco Bell before returning to the nursing home at dawn.
We first meet the 87-year-old Bernie Goldblatt in the online teaser trailer called, “Grandpa Goes Wild.” In it, Mr. Goldblatt takes to the football field in his motorized scooter — tearing it up, popping wheelies and evading security.
According to the spot’s agency, Deutsch L.A., “the “Super Bowl delivers more than 110 million viewers and that is one of the most-watched broadcasts on TV each year ...it fills nine of the top 10 television program slots in history.”
"Our hope is that our consumers will see themselves in this ad," Brian Niccol, chief marketing and innovation officer at Taco Bell Corp., said of the Super Bowl spot.
It’s a good way to go. As the population ages, target consumer markets are getting older. If 50 is the new 30, this Taco Bell spot pushes the notion that 80 can be the new 20, and that life doesn’t need to stop or even slow down as we age.
So what do you think? Taco Bell is not the first to feature “young” seniors in advertising. I recall Coke and Pepsi using the same tactic, albeit with a slightly tamer seniors. There is evidence that healthier living promotes aging well and a “Cocoon” -like life can be waiting for us as we get older.